Chaper4 Analyzing Consumer
Markets and Buying Behavior
Locating Advantages
Introduc-tion
Slides
Case
Questions
Readings
BACK
1,Stimulus – Response Model
2,Influences on Buying Behavior
3,Buyer Decision Making
3
Strategic Objectives
Market Opportunity Analysis
Environ-
ment
Analysis
Consumer
Behavior
Analysis
Competition
Analysis
Market
Analysis
Market Segmentation
Targeting and Positioning
4
1.A Conceptual Framework for
Buyer Behavior
External
Influences
Consumer
Characteristics
Consumer
Decision
Process
Decisions
5
Stimulus - Response Model
Stimulus
Marketingstimuli
ProductPrice
PlacePromotion
Otherstimuli
EconomicTechnological
PoliticalCultural
Organism Response
Buyer’scharacteristics
Buyer’s decisionprocess
Buyer’s decisions
Product choiceBrand choice
Dealer choicePurchase timing
Purchase amount
6
2.Buyer’s characteristics
Cultural Factors
Social Factors
Personal Factors
Psychological Factors
7
Culture
Cultural Factors
Subculture
Social Class
Buyer
8
Social Factors
Reference
Groups
Roles &
StatusesFamily
9
Personal Influences
Age and Family Life
Cycle Stage Lifestyle
Occupation &
Economic Circumstances
Personality &
Self-Concept
Personal Factors
10
Psychological Factors
Perception Learning
Beliefs &
Attitudes
Motivation
11
Maslow’s Hierarchy of Needs
Psychological needs
(food,water,shelter)1
Safety needs
(security,protection)2
Social needs
(sense of belonging,love)3
Esteem needs
(self-esteem,recognition)
4
Self-
actualization
(self-development
and realization)
5
12
Perception
Perception is the process by which an
individual selects,organizes and interprets stimuli
into a meaningful picture of the world
Many different sources of stimulus information
may affect perceptions
Perception Selectiveness
13
3,Buyer Decision Making
Four Types of Buying Behavior
Roles in Buying process
Buying Process
Decision Making
14
Roles in buying decision process
Initiator
Influencer
Decider
Buyer
User Who is who?
15
Four Types of Buying Behavior
Complex
Buying
Behavior
Dissonance-
Reducing Buying
Behavior
Variety-
Seeking
Behavior
Habitual
Buying
Behavior
Significant
differences
between
brands
Few
differences
between
brands
High
Involvement
Low
Involvement
16
Consumer Buying Process
Problem
recognition
Information
search
Evaluation of
alternatives
Purchase
decision
Postpurchase
behavior
17
Total
Set
Decision Making Sets
Aware-
ness
Set
Consid-
eration
Set
Choice
Set Decision
18
Recap
Customer Analysis
– insights on who,what,when,where,why
and how
Key constructs
– decision making process (DMP)
– decision making unit (DMU)
19
Kotler
How managers describe today’s customer?
more sophisticated and price sensitive
short of time and want more convenience
Facing growing product parity
among the suppliers
less manufacturing brand sensitive but
more accepting of reseller brands and
generics
20
Kotler
How managers describe today’s customer?
High service sensitive
Decreasing supplier loyalty
Harmilton Tools
22
思考练习
1,什么叫刺激－反应模式？
如何应用这一模式研究消费者的行为？
2、影响消费者行为的因素有哪些？
3、消费者行为的决策模式是怎样的？
4、与消费者市场相比，组织市场有什么特点？
5、什么叫采购中心，它一般有哪些成员构成？
6、组织购买者的决策行为有什么特征？
23
阅读任务,
1、教材第二篇第 5章
,消费者市场和消费者行为,,第 179-226页。
2、菲利普 ·科特勒,,营销管理,（第九版）
第二篇第 6章。
3、教材第二篇第 5章
,商业市场与商业购买者行为,,第 227－ 255页。
4、菲利普 ·科特勒,,营销管理,（第九版）
第一篇第 8章。
回总目录